VISIT FLORIDA Media Plan

1
VISIT FLORIDA Media Plan

• Part I

2
Media Objectives

• Within the 7 million budget, deliver messages to
  people likely to be taking Florida vacations.

3
Media Objectives

• Target advertising to employed persons with
  families who plan vacations.
• Aged 30-45.
• 3 people living in household.
• Household income of 40,000.
• Heavy travelers.
• Also target minority markets, particularly the
  African-American and Latino markets.

4
Media Objectives

• Seasonality
• Advertise when people are planning vacations.
• Most Florida vacations take place during the
  first and second quarters. Therefore,
  advertising should be heaviest in the first and
  fourth quarters.

5
Media Objectives

• Geography
• Focus advertising efforts on the East Coast.
• Top Designated Market Area of origin of visitors
  to Florida is New York.
• Majority of visitors by air are from northern
  cities (i.e. New York, Chicago, Philadelphia,
  Boston).
• Majority of visitors by automobile are from the
  Southeast (i.e. Atlanta, Montgomery, New Orleans,
  Charlotte).

6
Media Objectives

• Reach and Frequency
• During periods of heaviest advertising, reach 70
  of the target an average of three times and 40
  at least once.
• During periods of lighter advertising, reach 30
  of heavy travelers at least once.

7
Media Objectives

• Use media that can effectively communicate the
  numerous advantages of vacationing in Florida.
• Utilize traditional media due to the targets
  time constraints and limited technological
  know-how.

8
Media Objectives

• Creative requirements
• Media that emphasize the variety and diversity of
  Florida as a vacation destination.
• Media that allows ads to be creative enough to
  capture a preoccupied audience and cut through
  clutter.
• Media that will allow Florida to be positioned as
  both established and new.